Brisbane independent creative agency, Brother & Co, has helped launch Australia’s newest men’s brand, SQDAthletica. The new mens clothing and lifestyle brand has been launched with a focus on finding balance, refining style and inspiring men to be fit for life.
Brother co-founder, Kurt Viertel, said the agency was proud to have helped craft the brand strategy and concept development to ultimately deliver a brand that offers a sense of community for men that’s straight-up and authentic.
“It’s not often you get to launch a new brand with such a visionary and capable client. Fit for life is a brand purpose we believe will truly differentiate SQDAthletica and lay the platform to build great engagement with customers,” he said.
“When developing this concept, we looked closely at audience segmentation and worked closely with the SQDAthletica leadership team and board to deliver branding that inspires men towards health, fitness and style in a community minded way.”
General manager of SQDAthletica, Nicola Hodgson said she was confident the comprehensive brand strategy would provide a solid platform to encourage men to find purpose and balance by being ‘fit for life.’
“The brand purpose defined through the extensive research with Brother ensured we created a single minded proposition that real men could resonate with,” she said.
“We’re extremely happy with the result and thank Brother for being an integral part of our successful launch.”
Founded in 2013 by brothers in-law, Kurt Viertel and Piet Human, Brother proudly boasts a track record in strategic creative thinking and has quickly established itself an alternative to the traditional agency model.
Recent brand assignments have included Spicers Retreats, Aussie World, Profitable Hospitality, GoGetta, University of Southern Queensland (USQ), Young Minds Connect and QBank.